Company Philosophy Aurora Group's OA business has developed steadily, achieving a market share of more than 60% every year; its office furniture business has also taken the lead in the market, launching Taiwan's first "furniture rental" "Project; in the field of mobile communications, Aurora has more than 200 chain communications stores, and has also integrated resources to move towards the largest professional mobile phone channel.
Aurora Group has accumulated more than 40 years of rich practical experience and has become the most distinctive comprehensive marketing group in the world.
Aurora Group is committed to the development of its own brands and channel construction based on talents. In the early 1990s, with a forward-looking vision, it discovered the future development potential of the mainland market and began to plan the mainland market. Business management serves as an ideal base for Aurora Group to create its own brands.
Today, Aurora’s business in China is mainly focused on selling office furniture, office equipment and consumer electronics products. Its business scope covers the four major regions of East China, North China, Central China and South China. Direct sales in the Chinese market More than 300 channels have been built, and at the same time, it is actively expanding and growing; as a leader in the digital office environment of the E era, Aurora Group will use its extensive marketing network to provide customers with services in major cities in China. Convenient, fast and exquisite service.
With more than ten years of successful business development in mainland China, Aurora Office Furniture has become the number one brand in the Chinese market, and its OA business is also growing and expanding rapidly.
In October 2006, Aurora Group's own brand, "Aurora", was recognized as a "well-known trademark" in China. With the brand benefits, the future development of its business in mainland China will be even more powerful and more powerful. Go upstairs.
In 2008, Aurora was the only Taiwan-owned company stationed at the World Expo and obtained one of only 18 tickets for the Corporate Pavilion of the Shanghai World Expo.
Aurora Group will uphold the spirit of "pragmatism and innovation", pursue growth while maintaining stability, and at the same time continue to create new prospects for the enterprise, strive to create the highest value services for customers, and return good business performance to the society .
Development History of Aurora Group The meaning of Aurora is the rising sun in the east, and the English name "AURORA" means dawn. Both symbolize light and hope, and represent vitality and vitality.
At the beginning of the business, it started as an agent for the sales of time clocks and Chinese typewriters. It gradually developed into a business covering communications, office furniture, office automation equipment systems and consumer electronics.
Since 1993, it has invested and built factories in mainland China, and in 2003, it built the Aurora International Building in Pudong, Shanghai. Today, the sales and service network of Aurora Group has covered all regions across the country and has won many honors, including Aurora Furniture has also won the titles of "China's Famous Trademark", "Top Ten Benefits in the National Furniture Industry", "Shanghai Famous Trademark", "Shanghai Famous Brand Product", "Excellent Foreign-funded Enterprise", "Excellent Enterprise Award", "Star" in Jiading District Awards such as Enterprise Silver Award" and "IF Design Award".
Aurora Group aims to provide integrated office environment TOTALSOLUTION services, providing customers with the most systematic, complete and high-quality products and fast services.
The Aurora Group has privately cherished Chinese ancient cultural relics for more than 30 years, collecting more than 7,000 cultural relics such as ancient jade and porcelain, supporting academic research, and established the Aurora Museum in 2003 to share with Promote culture and art.
In June 2008, Aurora Group became one of the 18 corporate pavilions at the 2010 Shanghai World Expo with its unique and innovative "Chinese Jade Culture. New Urban Style" and has signed an independent agreement with the Shanghai World Expo Bureau. The contract to build a pavilion and participate in the exhibition allows the world to see that Aurora is not only a leading brand in office environment integration, but also has a profound cultural heritage.
Business Territory Aurora Group currently adheres to the pragmatic and innovative action plan, and will continue to actively create future business strategies to truly grasp industry trends and extend the development of core businesses and related industries.
In terms of office equipment business, future development will fully promote the colorization of offices.
In terms of office furniture, we create marketing differentiation with clear product positioning and unique service models; we also combine design resources from both sides of the Taiwan Strait to strengthen RD, so that customers can obtain more convenient, economical and lower-priced products. management costs.
Expo showcases the 2010 Shanghai World Expo Corporate Pavilion - the Aurora Pavilion, the first corporate pavilion in 160 years. Aurora Group won the 2010 2010 Shanghai World Expo Enterprise Pavilion with its unique and creative "Chinese Jade Culture_New Urban Style" plan. One of the 18 corporate pavilion tickets in the world for the Shanghai World Expo. It also became the first company to build a pavilion and participate in the World Expo in its 160-year history. The theme of its display - representing "Chinese Jade Culture_New Urban Style" shows the beauty of jade, exquisite and Smart, gentle and subtle, it has fascinated Chinese people throughout the ages.
In the Puxi area of ??the Shanghai World Expo, there is an L-shaped ivory-colored building. It is the pinyin initial letter "L" of the Chinese character "Li", which means that China is a "land of etiquette."
A 6-meter-tall mysterious sculpture squats above the exhibition hall.
The Hongshan Jade Lady with a history of more than 6,500 years welcomes guests from all over the world.
Jade has the qualities of gentleness, tenacity, peace, and restrained brilliance.
The style of Aurora Pavilion is also peaceful and graceful.
Entering the Aurora Museum, you will find more than 40 representative jade objects from the Aurora Collection, spanning from the Hongshan Culture to the Ming and Qing dynasties.
Appreciate these jades in 360 degrees through the world's largest holographic projection imaging technology.
The most shocking exhibit is a rare 2.5-ton "Yushanzi" sculpture, which also displays the Beijing Olympic Games "gold inlaid with jade" medal; modern means interpret the materials, workmanship and shape of ancient jade carvings. , patterns and other different links; the Five Virtues Corridor reflects the cultural connotation of "a gentleman is like jade".
It is in line with the theme of the World Expo "Better City, Better Life".
There is also a time and space theater in the Aurora Pavilion. The 3D effect truly presents the shocking effects of landslides, cracks, lightning and thunder, and you can enjoy the story of Nuwa patching up the sky.
The Aurora Pavilion covers an area of ??3,000 square meters. It brings the Chinese jade culture that has lasted for thousands of years to the stage of the World Expo in order to let the world have a deeper understanding of the cultural characteristics of the Chinese nation.
Wu Yongjian, the goodwill ambassador of Aurora Group, the designer of Danbao’s 2010 Shanghai World Expo mascot "Haibao", conducted an in-depth study of the cultural background of Aurora Group as an enterprise and its corporate spirit with people as its core. To show external humanistic care, the golden color of the "Golden Egg" (a homophone for Sinian in Taiwanese) represents the symbol of Sinian's prosperity and sustainable management, and the mascot "Dan Bao" is designed to represent Sinian this time.
At the just held Aurora Pavilion press conference, the all-gold "Dan Bao" made its debut with the designer. It wore a cute little round hat on its head and waved to everyone with a smile. The friendly image was loved by people from all walks of life at the scene.
Aurora = golden egg (a homophonic pronunciation of the golden egg in Taiwanese). The color gold represents wealth, honor and permanence, and represents the prosperity and sustainable development of the aurora enterprise.
"Egg" represents the meaning of "new life".
Represents the spirit of Aurora people’s continuous pursuit of innovation. Every day is a new beginning, full of hope and vitality, which is in line with the spirit conveyed by Aurora.
The friendly image of "Danbao" and the goodwill ambassador of Aurora Group, Danbao, interprets the spirit of Aurora to enhance the public's impression of the friendliness of Aurora enterprises.
An extension of the humanistic spirit of Aurora Group, Danbao conveys humanistic care with its anthropomorphic character and activates the corporate spirit of Aurora Group that is centered on humanism.
Designconceptofmascot "DanBao" The origin of "DanBao" in Chinese history: According to etymology, "DanBao" means the rising sun in the east, symbolizing light and hope. Ancient India China is also called "Chinese".
The spirit of Aurora is like the rising sun, exuding vitality and the power to leap forward.
Business Scope Mainland Business: Aurora Group invested in Mainland China in 1993, and its business fields include OA, furniture, and electronics; it adheres to the service concept of customer satisfaction and continues to gain market recognition and affirmation.
Aurora Furniture is a leading brand in the office furniture industry. It focuses on product research and development, design, space planning, service, and marketing system construction. It has obtained "China's Famous Trademark", "High-tech Enterprise Certification" and IDEA, iF and many other international design awards.
In the OA industry, "Aurora" is a national copier brand and independently develops document solutions to meet customers' future office needs.
Business: In 1965, Aurora Group was founded in China. Its business fields include OA, furniture, and communications industries.
It has five business entities including Sinian Bank, Husheng, Jinyi, Sinian Furniture, and Sinian Communications; among them, Sinian Bank and Husheng are listed companies.
With years of hard work and accumulation, it accounts for more than 50% of the OA market share; in the communications field, it has nearly 200 directly operated stores, and its business scope is moving towards multi-network integration professional channels.
Global business: Aurora Group owns the electronics business and exports shredders, plastic sealing machines, attendance clocks, calculators and other products to more than 50 countries around the world.
More than 40 years of production, sales and service experience have enabled the company to expand its scale globally; in addition to overseas companies in the United States, Singapore, and the United Kingdom, France, Germany, Italy, the Middle East, Brazil, etc. The country has many well-known agents.
The Aurora Cultural and Educational Foundation was established on October 30, 1995 to promote Chinese culture, reward the research, collection, preservation and appreciation of Chinese art and cultural relics, and promote international cultural exchanges. purpose.
For a long time, Chairman Chen Yongtai of the Aurora Cultural and Educational Foundation has participated in many important domestic and foreign projects with his high-quality jade, portrait stones, ceramics, Buddhist statues, inscriptions, underground palace cultural relics, etc. exhibition; and established the Aurora Museum.
The Aurora Museum is currently located on the podium of the Aurora International Building in the Lujiazui Financial Center District, Shanghai.
The collection mainly focuses on ancient Chinese artifacts, covering thousands of collections in various categories such as Buddhist statues, jades, ceramics, and stone carvings, as well as related research references, rubbings, and unearthed objects. Photos and other precious materials, many of which are high-quality products from internationally renowned auction companies.
The library and reference room on the fifth floor of Aurora Museum has a rich collection of cultural and museum professional books, including a large number of English and Japanese rare books. It currently provides reading services for professionals on an appointment basis.
The renovation of the Aurora Museum was designed by the internationally renowned architect Tadao Ando.
The museum has 6 floors with a total area of ??6316 square meters.
In terms of research expertise, we advocate the study of ancient artifacts with "materials, workmanship, shape, and texture" as the core, recruit professionals to form a research team, and cooperate with the School of Archeology and Museology of Peking University to establish the Sinian Ancient The Civilization Research Center strives to combine antiquities with multiple disciplines on the platform of museum-school cooperation, and ultimately achieve the goal of restoring ancient artifacts into material cultural historical materials.
The permanent exhibitions of the Aurora Museum mainly focus on blue and white porcelain, jades from past dynasties and Buddhist statues. In addition to the display based on time, a special area is also opened to analyze the above cultural relics from the aspects of "material, workmanship, shape, Analyze and display it from the perspective of "grain".
At the same time, Aurora Museum also holds various special exhibitions from time to time to enrich the audience's visiting needs.
In terms of educational promotion, Aurora Museum publishes the latest research results in the form of papers and publications, and some special topics are successively launched in the special exhibition room in the form of exhibitions.
At the same time, in order to implement the zero-distance "hands-on with real objects" teaching plan, there is an object observation room, where teachers or researchers from related majors will lead students to visit and study.